Determinants of Postadoption Behaviors of Mobile Communications Applications: A Dual-Model Perspective

摘要

Given the rapid development of mobile technologies and the high adoption rates of mobile devices, mobile communications applications (MCAs) are becoming increasingly popular worldwide. In the highly competitive and rapidly changing MCA market, it is becoming important to understand users' postadoption behaviors toward MCAs. Previous postadoption studies have focused on continuous use, but the success of MCAs is also affected by positive word of mouth. To deepen our understanding of postadoption behaviors in the MCA environment, this study examined the key determinants of continuance intention and recommendation intention, two critical postadoption behaviors. Moreover, this study investigated the effects of dedication and constraint factors on MCA postadoption phenomena from a dual-model perspective. Data collected from 250 users experienced with an MCA were empirically tested against a theoretical framework using partial least squares. The results confirm that the proposed model substantially predicted the postadoption behaviors of MCA users. These findings indicate that both' user satisfaction and perceived switching costs play an important role in enhancing users' continuance and recommendation intentions. Learning and habit were found to be the key antecedents of perceived switching costs. Implications for research and practice are described.